Gaming IPs vs. Mainstream Entertainment IPs: The Mobile Gaming Conundrum
Hold on to your controllers, gaming enthusiasts! As we step into the new era of mobile gaming, a titanic tussle is on the horizon. The battle pits beloved gaming IPs against the high-wattage allure of mainstream entertainment IPs. Which will claim the throne in the mobile realm?
Amid the thriving WGA and SAG-AFTRA landscape, and the creative reimagining of icons like Barbie, another phenomenon is unfolding: the rise of intellectual properties (IPs) in the mobile gaming world. These IPs aren’t new kids on the block; they hail from realms of film, comic books, and mainstream video games. In the cutthroat mobile gaming market, these IPs are game-changers, especially when granular targeting becomes an elusive dream in a post-IDFA world.
The Billion-Dollar Playground
The potency of IPs isn’t just theoretical; it’s palpable. A dive into the 2020 data reveals that IPs aren’t just making a dent in the market — they’re leading it. Pokémon GO, PUBG Mobile, and Call of Duty: Mobile topped the revenue charts, and not far behind were Marvel Strike Force and Dragon Ball Z: Dokkan Battle. Together, these five giants bagged a staggering $1.4 billion in the U.S., with Pokémon GO catching the lion’s share at $480 million.
Market Dominance by the Numbers
The figures from 2020 paint a vivid picture: while only 9% of games flaunted an IP, they gobbled up a mammoth 23% of the player spending pie. And these IP games aren’t just surviving; they’re thriving. Their growth trajectory often shadows or overshadows their non-IP counterparts. Consider this: the top 10 grossing IP games had a whopping year-over-year growth of 33.8% in 2020, whereas non-IP games saw a decline in downloads.
Gaming Royalty: Who Wears the Crown?
Video game IPs have emerged as the undisputed leaders in the mobile domain, contributing to a third of the revenue. Leading the charge is Pokémon GO, with PUBG Mobile and Call of Duty: Mobile in hot pursuit. Manga IPs, predominantly Japanese licenses like Dragon Ball Z and Yu-Gi-Oh!, have also carved a niche, enjoying a meteoric rise of 54% in 2020.
It’s 2023 and we’re well into the era of mobile gaming dominance. With a staggering 255 billion mobile app downloads in 2022 alone, more than half of which were games, there’s no denying the pervasive influence of this medium. While the U.S. recently observed non-gaming apps surpassing games in revenue for the first time, thanks to streaming media and subscriptions, globally the scenario is different. Games are not only the most downloaded but also drive significant revenue on both Android and iOS platforms.
And in the comic realm, Marvel reigns supreme, with titles like Marvel Strike Force and Marvel Contest of Champions taking the lead.
Beyond Downloads: The True Metrics of Success:
While volume of downloads showcases a game’s reach, it doesn’t always equate to its quality or staying power. The real metric that distinguishes the top games from the rest is a combination of the number of installs and the generated gameplay revenue. This balance ensures that the game remains enticing for newcomers while retaining its existing user base, keeping them engaged for extended durations.
Historically, few games like “Subway Surfers”, “Clash of Clans”, “Roblox”, or “Call of Duty” have managed to stay at or near the top of revenue charts for years after their release, making them exceptions in an ever-evolving mobile gaming landscape.
The IP Goldmine: Genre Analysis
Delving deeper, some patterns emerge. Core game genres, namely Shooter, RPG, and Action, are the flag-bearers for IP games. On the flip side, while the Puzzle genre is vast, it has only dipped its toes in the IP waters, accounting for a mere 5% of its revenue. The Sports genre, however, has embraced IPs wholeheartedly, with more than a third of its revenue originating from IP titles.
A New Era Dawns in Mobile Gaming
Much like how Greta Gerwig’s Barbie breathed fresh life into a childhood icon, IPs are revolutionizing the mobile gaming realm. They’re not merely additions; they’re setting new standards. As the digital landscape shifts and evolves, one thing remains clear: IPs are more than just a passing trend; they’re the future of mobile gaming. So, whether it’s chasing after Pokémon in real-world locations or battling it out in the Marvel universe, IP-based mobile games are providing experiences that are reshaping how we view and interact with our favorite franchises on our handheld devices.
The Age-Old Question: Traditional Game IPs or the Blockbuster Ones?
The mobile gaming world is a veritable potpourri of titles. From the comforting nostalgia of ‘Stardew Valley’ to the sleek modernity of ‘Cyberpunk 2077’, there’s something for everyone. However, there’s a hidden challenge. Many of these gaming IPs, once considered unique, now find their essence echoed across countless mobile games. Think about the plethora of battle royales in the wake of ‘Fortnite’ or the many gacha games inspired by ‘Genshin Impact’.
To succeed, it’s no longer just about leveraging a beloved IP. It’s about the finesse of execution, the tenacity to persist, and having deep pockets for production and marketing.
Playing With Fire: Risks and Potential Backlashes
Diving into a recognized IP is a double-edged sword. Sure, there’s instant brand recognition. But there’s also the risk of a passionate fanbase’s ire. The emotional bond that ensures a download frenzy can also spark a backlash if expectations aren’t met.
Take the contrasting fortunes of ‘Among Us’ and the mobile rendition of ‘Dead by Daylight’. The former became a cultural phenomenon, while the latter faced challenges meeting hardcore fan expectations.
The Final Level
Ultimately, it’s not just about the IP. It’s about a blend of engaging gameplay, understanding player sentiment, and adapting to the mobile platform’s unique challenges. Both classic game IPs and mainstream entertainment IPs have potential. But developers, a word of caution: today’s gamers are discerning, their benchmarks high, and loyalty is a prize you win over time.
As we power up for the next level, it’s evident that the mobile gaming universe is rife with opportunities and challenges. So, gear up, aim high, and let’s see which IP will craft the next big mobile sensation!
